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The Search for Funding - Strategies for Success

Number 18 - July 1999

P. Wyse-Jackson

Botanic gardens need to plan carefully if their fund-raising efforts are to be successful. The search for funding is not an easy task; it requires determination, persistence, imagination and good humour. Botanic gardens need to decide what they want to achieve in the short, medium and long term and develop a clear strategy for fund-raising (Wyse Jackson 1998). There are several key steps that those responsible for fund-raising should follow:

check the fund-raising strategy with others;

assess the strategy and ensure that it is realistic;

document the strategy; and

decide on the level of support being sought i.e. if you are looking for general support or special project support (remember general support comes from governing bodies i.e. government, local government, endorsements etc.)

Revenue Sources

Self Generated Income

Botanic gardens can generate income from various sources:

admissions

sales of plants and income from shop

special consultancies (e.g. landscaping contracts)

supplying a line of tropical plants for offices

fees for courses, educational services

special events

fees from photo shoots, weddings

friends' membership, subscriptions

supplying facilities.

Unrestricted Income (not regular revenue)

Unrestricted income can be obtained from sponsors and donors. This type of funding can be hard to source but it is extremely beneficial to have, several examples include:

wills

annual or regular - solicited donations campaigns

corporate membership schemes

benefits in kind:

legal advice

volunteer services (cost it out)

accountancy services

marketing expertise

designers

use of equipment

prizes

food and drink.

Special Events

Botanic gardens can play host to special events such as gala dinners, exhibitions, auctions and concerts.

Support Groups

There is the potential for support groups to make a significant contribution to the botanic garden budget through fund-raising and using their contacts. Consider if there is the potential for your botanic garden to have a sub committee with a special remit of raising money. Also consider getting people involved such as Trustees, Friends and Volunteers and building up a portfolio of donors; make sure you keep them informed.

Project Funding

Projects are an ideal way to get new activities funded. Grants can be obtained from individuals, foundations, government, commercial organisations etc. Consider the following:

you can package ongoing activities as projects if they have a clear beginning, middle and end

create a mini business plan for your project and include it in the project proposal

who will fund your project?

Strategies for Revenue Generation

There are several strategies for revenue generation:

create visitor attractions in your garden to enhance revenue sources

consider what visitors enjoy most and like best e.g.

floral displays

natural features

spectacular glasshouse

giant tree

spectacular shop

exhibitions

know your strengths and market them.

Planning

Planning is an important part of fund-raising. A strategic approach is very important and botanic gardens should develop an institutional strategic plan that is linked to a business plan. This plan needs to clearly outline:

priorities for the future

the targets that you hope to achieve

how much it will cost

how it will be paid for

Fund Raising Targets

Setting up a computer database can be a very effective way of managing fund-raising information. The data recorded might include names and addresses of actual and potential donors, information on applications made and the result and solicitations. The database can also be used for developing mailing lists, special appeals, membership management and sending invitations to events.

How to Find a Donor

Many donors are willing to support projects that have a clear beginning and end, rather than supporting the ongoing general operation of the botanic garden. National foundations give international support and can be located through:

lists - national

credits in other reports

the Internet

asking colleagues and partnership organisations.

Governmental Sectors

These also support projects and many opportunities of support from governmental ministries such as:

agriculture

overseas aid and development

education

science and technology

environment.

International Aid Agencies

These provide support to developing countries:

Bilateral aid agencies

Department for International Development (DFID)

US AID

AUSAID

Swiss Aid

Davida (Danish)

Irish Aid, etc.

Multi-lateral Aid Agencies

United Nations Agencies e.g. Food and Agriculture Organization of the United Nations(FAO), United Nations Environment Programme (UNEP), United NationsDevelopment Programme (UNDP), United Nations Educational, Scientific and CulturalOrganization (UNESCO)

European Union

Global Environment Fund (GEF).

International

There are also a range of other international organisations that support conservation work:

World Wide Fund for Nature (WWF) - National bodies and WWF International

MacArthur Foundation, etc.

Corporations

Many corporations and commercial concerns have a policy to give funds to community projects. The first step is to compile a list of major commercial companies in your region and undertake research to see if they will donate to good causes. Following this, find the names of key people; a personal contact is the best way to build a relationship with a company.

Many donors provide forms for applicants to complete. Good project proposals:

are clear, well presented and concise

use limited jargon (include technical aspects in appendices)

are interesting and innovative (what makes it special?)

are well argued

consider what the project will achieve, as opposed to what they will do

include letters of support and collaborations

meet the support categories e.g. registered charity

benefit the sponsor/donor

include an exit strategy

include the institutions track record

include the projects officer’s curriculum vitae's, a brief background, appendices

include a transparent budget.

Well prepared Project Officers:

submit proposals that are based on discussions about what the donor and recipient are interested in

follow guidelines and do their research and consult information available e.g. the worldwide web

meet reporting requirements

try to arrange meetings before preparing the submission

talk to others who have received support for guidance

are flexible and creative

are professional in approach - on time, deadlines, dress, conduct, make friends

keep donors informed but do not bombard them

consider the position of the donors

prepare a convincing project

consider whether they would support the project if someone was coming to them for support.